The company hopes to gain ground in the shooter space this holiday with the release of Medal of Honor, and will continue to chip away at Activision's lead with steady releases of Battlefield titles next year.

As a publishing partner, EA also has Crysis 2, which was delayed until early 2011, and the Respawn Entertainment project currently in development by Call of Duty creators Jason West and Vince Zampella.

"Between Battlefield and Medal of Honor, we're going to see a substantial increase in our share against the FPS sector in 2010 compared to years past," said CEO John Riccitiello during the publisher's earnings call this afternoon.

"I think we've got a shot at getting back into a leadership position over the next couple years," he added. "Just watch this space on news we'll bring you on future titles in 2011 and beyond."

Riccitiello noted, however, that while the company will make significant progress this year, they are keeping their expectations realistic this holiday with the release of Halo: Reach and Call of Duty: Black Ops.

"Make no mistake, we think we've got the people and brands to take the leadership back in the FPS space, and we're intending to make a good, positive share gain this year," he said.

"I don't expect to topple either Halo of Call of Duty this year."

EA announced last week all limited edition copies of Medal of Honor will include beta invites for Battlefield 3, which they expect to help boost sales even further.

"While there will certainly be stiff competition this holiday as there always is in the FPS category, we think the investment we made with our EALA team making single player and DICE making multiplayer should pay off handsomely," EA's CFO Eric Brown added.

Medal of Honor releases on October 12 for PlayStation 3, Xbox 360, and PC.